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VictoriaPlum.com revives the mfi brand in new bedroom collection

VictoriaPlum.com this week revives the mfi furniture brand, adding a range of branded bedrooms to its online range.

The bedroom collection goes on sale tomorrow, in a launch that comes eight years after the one-time retailer, first founded in 1964, went bankrupt in 2008, closing all of its UK stores in the face of growing competition and at the height of the financial crisis. At the height of its popularity there were more than 200 mfi stores around the UK.

The VictoriaPlum.com launch comes five years after the pureplay bought the rights to the name in 2011. Now it is using the brand to expand beyond its core bathroom expertise.

VictoriaPlum.com says its research has found that the brand still has a very high recall, and one that is positively associated with value-for-money furniture.

Jon Crook, head of trading at VictoriaPlum.com, said: “The team at VictoriaPlum.com have used extensive customer research and market insights to carefully select our mfi range. We are really proud of our bedroom furniture and think it is the perfect collection to launch mfi back into the market and help VictoriaPlum.com to further grow as a leading online home retailer.”

Since buying the brand name, VictoriaPlum.com has launched a new website, opened a new distribution centre and taken its two-man delivery fleet in house. It says this week’s move is just the start of a journey to expand into other areas of the home.